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South African women are progressively increasing their purchasing power online.
South African women are progressively increasing their purchasing power online.

SA women increasing their purchasing power online

RETAILER NEWS

Issued by Splash PR - May 4th, 14:50

South African women currently account for 47% of the country’s ecommerce market, according to a survey released by We Are Social which measures online shopping activity in South Africa annually. 

Robyn Cooke head of TFG eCommerce says the surge in the number of women shopping online is being driven by the increase in the number of women with credit cards over the last five years.

Increased access to online shopping

“Almost as many women as men in South Africa now have a credit card – with only a 1% difference,” says Cooke. “This has equalized dramatically over the last five years. Women are using credit cards online in the same proportion, giving them more access to online shopping.”

“These categories are dominated by women, reinforcing their increasing economic power online,” says Cooke.

Cooke believes that as more South African retailers provide additional payment options including EFT, COD and account cards, the growth of women as a percentage of the online shopping segment will be further boosted.

“TFG is one of only a few local retailers to offer online shopping using an account card, and currently 66% of our online shoppers are women. This supports our view that as women gain more access to credit, their propensity to shop online increases.”

This data influenced TFG’s decision on how to launch their flagship brand Foschini as an online store this month. TFG commissioned Kenyan photographer Osborne Macharia to interpret three female archetypes that represent the brand’s essence: ‘All Woman’.

Relatable female African Superpower archetypes

Macharia brought to life three relatable female African Superpower archetypes: the Warrior, the Nurturer and the Idol in a fashion shoot that illustrates the rising power and multiple roles of women. This campaign follows Macharia’s work with Marvel where he was asked to create an exclusive piece to coincide with the release of the film Black Panther.

The new Foschini online store offers women’s fashion, footwear and accessories, as well as access to its store within store brands such as News Denim, and tween fashion brand Soda Bloc. The Foschini for Beauty online cosmetic store which launched in 2016 is now hosted alongside the Foschini store online.

“We are excited to unleash our most powerful women’s fashion brand to a growing number of women who are enjoying new access to and the convenience of online shopping,” concluded Cooke. Foschini.co.za is the 14th online store launched by retail giant TFG since 2014.


 

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